ABOUT

Fellow worked with Harrods to develop their signature brand look and feel for their gift stores. With the objective of making the brand collateral more consistent throughout the range of products and establishing the signature brand to sit comfortably alongside its high fashion counterparts.

When it comes developing your own signature brand one of the fundamentals to consider would be consistency, closely followed by recognition. This was Fellow's starting point in discovering how to make Harrods comfortably sit alongside some of fashion's well-known luxury brands.

Realising that a brand system that worked across all formats needed to be developed, led the team to create a look and feel that made the Harrods logo a sign-off for quality. From the primary logotype all the way down to a marque. Adding the London location to the primary logotype enhanced recognition and helped with creating a limited range of products only available at the knightsbridge store.

Three graphic patterns were created to work alongside the Harrods logos. These were drawn from the Harrods ‘H’ to add depth and diversity. With the intention for them to be used across signature products and printed collateral both in-house and OOH.

Launching the updated brand required creating a style-guide that was later passed on to the in-house team.